Preparing a Leading Pet Brand for
AI-Led Discovery
Heads UpFor Tails (HUFT), one of India’s leading pet care brands, partnered with Glu to better understand how its products and brand appear in AI-driven discovery experiences and to assess whether existing content structures were aligned with this shift.
Consumer discovery is evolving.
Alongside traditional search engines, AI systems are now being used to summarize information, recommend products, and answer category-level questions.
For e-commerce brands, this introduces new considerations around how product information is structured, how trust signals are interpreted, and how brand language is represented when content is parsed by AI systems.
Recognising this shift, HUFT sought to understand how its brand and products were being surfaced in AI-generated answers and what changes were required to support accurate and consistent representation.
Objectives
• How frequently HUFT products appeared in AI-generated product recommendations
• Whether product attributes and details were being interpreted correctly by AI systems
• How HUFTʼs established brand voice translates within AI-generated responses
• How existing trust signals influenced AI-led discovery
• Whether product pages were structured in a way that AI systems could reliably read and understand
Approach
Areas of work included:
• Updating product descriptions and FAQs to align with how AI systems interpret and respond to user queries
• Structuring product information to improve clarity and machine interpretability
• Enhancing image metadata, including tags and alt text, to support accurate interpretation by AI systems
• Ensuring all content changes adhered to HUFTʼs existing brand guidelines and communication style
• Validating structured data and schema to confirm that AI crawlers could correctly process updated pages
• Reviewing external trust signals, including third-party reviews and platforms, that may influence AI-generated recommendations.
In parallel, the HUFT team led deep efforts to strengthen trust signals. This included participation in relevant community forums and improvements across review platforms. Together, the HUFT and Glu teams did user research discussions, co-creation sessions, and user acceptance testing (UAT) to validate accuracy, tone, and quality of the optimised content.
Implementation
Following review and approval, HUFT published the updated content to Shopify. Brand inclusion and visibility were monitored weekly across a consistent set of AI prompts to track changes over time.
During the pilot period, measured indicators showed directional changes in how HUFT appeared within AI-generated answers.
Some variation was observed from week to week, as expected in early-stage testing. Overall, the results indicated improved consistency and accuracy in how HUFT products were surfaced in relevant AI contexts.
Brand Inclusion
The percentage of relevant AI queries where your product is included in the answer.
Brand Visibility
The percentage of relevant AI queries where your brand or product is likely to appear.
